Bots vs. Personalized Messages on LinkedIn: Which Comes Out On Top?

Since its founding over twenty years ago, LinkedIn has transformed from a simple professional networking platform to a lively marketplace full of opportunities, connections, and growth. However, amidst all these opportunities and the possibility of connecting with genuine interactions, a slightly more nefarious trend has emerged the invasion of bots.

This is not a problem unique to LinkedIn; it is rampant across other social media platforms like Facebook, Instagram, and X (formerly Twitter). However, it poses a significant challenge on LinkedIn, prompting the platform to intensify its efforts against such misuse. Despite these measures, I, for one, have been inundated with connection requests that, on the surface, appear to have been personally written for me but, in reality, bear no relevance to me or my business.

Maybe you, too, have experienced this – a connection request arrives in your inbox with a friendly tone, addressing you by name and other seemingly relevant details. Yet when you click on it, it’s completely off the mark. You might, for example, receive a connection request from someone claiming to be an expert in blockchain technology while your work revolves around environmental conservation. These seemingly personalized messages often turn out to be automated scripts generated by bots designed to trick users into accepting connections or engaging with spammy content.

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The Rise of Bots on LinkedIn

Let’s be clear: using bots on LinkedIn is not just frowned upon; it’s explicitly against the platform’s terms of service. Yet, despite this, many individuals and entities continue to deploy automated bots for lead generation and networking purposes. This not only undermines the integrity of the platform but also poses significant risks to users.

Why the adamant stance against bots, you might wonder? Well, for starters, they disrupt the organic flow of genuine connections. LinkedIn, like any other social network, thrives on authentic interactions of real people connecting based on mutual interests, experiences, and goals. Bots, on the other hand, are impersonal and spammy, flooding users’ inboxes with irrelevant messages and connection requests.

The consequences of using bots on LinkedIn extend beyond mere annoyance. The platform enforces strict policies to prevent spam and misuse, including automated systems designed to identify and sanction accounts involved in suspicious activities. This means if you’re caught using a bot, you risk having your account suspended or even permanently deleted.

LinkedIn’s Battle Against Bots

For some time, LinkedIn has been proactive in its battle against data scrapers, fake profiles, and bots tools commonly used for automating lead generation on the platform. The company’s recent victories in two significant lawsuits, including one that went all the way to the Supreme Court, have given LinkedIn even more ammunition to pursue these offenders.

LinkedIn has begun investing heavily in technology and AI to detect tools used for automating interactions, such as sending automated connection requests and messages. So far, it has been incredibly successful. In the second half of 2021, the company removed 11.9 million fake accounts at registration and another 4.4 million before other users ever reported them.

This marked just the beginning, however. By the second half of 2023, LinkedIn had removed over 46 million fake accounts detected at registration and proactively restricted another 17 million before any reports from members. An additional 232,000 fake profiles were restricted after users reported them, indicating that LinkedIn members are also becoming more adept at recognizing and reporting fake accounts and bots.

LinkedIn is also rolling out a new feature that allows selected users to verify their profiles using a work email address or phone number. This verification will be part of a new section called “About this Profile,” which will display the creation date and the most recent update of the profile, providing users with more context about the accounts they may consider connecting with. Profiles that were recently created or display other warning signs, like unusual work histories, should be approached with caution.

This verification feature will be available to a select group of people, with plans to expand availability gradually. LinkedIn will also start notifying users when they receive potentially suspicious messages. These alerts will focus on messages that propose continuing conversations on other platforms, such as WhatsApp’s tactic frequently used in cryptocurrency-related scams or those requesting personal information.

This initiative is part of LinkedIn’s broader effort to improve network security and trust, equipping users with the necessary tools to authenticate profile legitimacy and identify potential scams, thereby creating a safer and more authentic environment for professional networking.

The Dangers of Using Automation on LinkedIn

Yet, despite all this, the allure of automation is too tempting for some. The promise of reaching hundreds or even thousands of potential connections with minimal effort can be enticing, especially for those looking to expand their network quickly with little effort. However, these individuals fail to realize that quality always trumps quantity when it comes to networking.

In professional networking, genuine interaction and mutual benefit are foundational. When users automate their networking efforts on platforms like LinkedIn, they sacrifice these essentials, aiming to quickly expand their networks with minimal effort. This approach, however, can lead to significant drawbacks:

• Loss of Trust: Automated requests can deceive users initially, but once the impersonal nature is revealed, trust is broken, which is almost impossible to regain.
• Reputation Damage: Using bots can tarnish a professional reputation, leading others within the network to avoid connecting due to fears of spammy interactions.
• Reduced Engagement: Automated messages often fail to engage meaningfully due to their lack of personalization, rendering the network superficial.

Ultimately, while automation might seem efficient, its long-term disadvantages greatly outweigh the perceived short-term benefits. Lead generation and building a network should focus on quality interactions that foster real professional growth and opportunities, which leads us nicely onto personalized messages.

Why Personalization Makes a Difference

Demonstrates Genuine Interest

Sending a personalized message shows that you have taken the time to look into the recipient’s background, which demonstrates a genuine interest in them as an individual. This thoughtful approach is likely to be appreciated and remembered, setting the stage for a positive first impression.

Distinctiveness

In a platform where many users receive numerous generic, bot-generated messages, a personalized message stands out. It breaks through the noise of generic outreach, catching the attention of potential connections who might otherwise overlook a standard message.

Builds Stronger Relationships

Personalized communication lays a solid foundation for relationships built on relevance and mutual interests rather than impersonal and broad outreach. Such relationships are typically stronger and more enduring, providing greater professional support and opportunities.

Alignment with Recipient’s Goals

By tailoring your message to align with the recipient’s professional interests and goals, you greatly increase the relevance of your communication. This relevance boosts the likelihood that the recipient will engage with your message and consider forming a connection, as it resonates with their current professional landscape or aspirations.

Targeting the Right Audience

Personalized messaging means reaching out to the right people who are most likely to benefit from and contribute to your network. This strategic approach maximizes the efficiency of your networking efforts, focusing your energy on the most promising connections.

Reduces Risk of Account Suspension

LinkedIn’s terms of service discourage using automated tools to send messages or make connections. Personalizing your outreach helps you comply with these guidelines, thus avoiding the risks associated with account restrictions or suspensions.

Maintaining Account Integrity

Beyond avoiding penalties, personalizing messages helps maintain the integrity of your professional identity on the platform. It shows that you value quality over quantity, which can enhance your reputation among your network and industry peers.

Final Thoughts

By focusing on personalized messages on LinkedIn, you significantly improve your networking effectiveness. This strategy boosts your potential to develop substantial professional relationships and elevates your reputation as a thoughtful and committed professional in your field.

So, as we navigate this ever-expanding digital marketplace, let us prioritize quality over quantity, sincerity over automation, and lasting professional bonds over transient connections. In doing so, we enrich our professional lives and contribute to the vitality and effectiveness of the broader LinkedIn community.

The Rutkin Marketing team is standing by and ready to help you craft engaging content on LinkedIn. Schedule a free 30-minute assessment to get started.